In a new video Steve Teixeira, General Manager for the Partner App Experience (PAX) team in Windows, explained the reasons behind the change in the Microsoft Store app revenue split, which sees developers get 95% of the revenue from an app, up from 70%.

Steve explained that the reason behind the move was to entice legacy Windows developers who see no reason to bring their app to the store and who are used to distributing their software themselves.

He notes that Microsoft was not minded to force developers to use the store ( though this seems to ignore Windows 10 S) but was hoping to motivate developers by increasing the value proposition of using the store.

Read about the new revenue share model, which is coming later this year, at Microsoft here.

See the video below.

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